An effective approach to the market

If you are reading this it’s likely that you are involved in the process of specification selling, either as a manufacturer or supplier in a sales or marketing role. As the new year starts, with its many challenges and uncertainties, why not try to improve the odds in your favour by getting a better understanding of the specification selling process. There are two opportunities coming up.

On 10^th February CIMCIG are running an afternoon seminar at the Building Centre in London entitled ‘Communicating with Architects’. Research conducted by various parties all points to the fact that architects, designers and engineers tend to stick with the companies they know, and read only a limited number of publications. They do not look at unsolicited mail (hardcopy or electronic) and will not accept cold calls. Great news if you are the established supplier but a tough challenge if you are not.

This seminar has been designed to provide the solution to that challenge. The programme starts with a presentation by me of some recently completed research findings into Architect Communication Channels. A repeat of the report we published 2 years ago, it provides an impartial review of magazine readership and helps to identify the best communication channels to use, taking in digital media, social networks, literature, seminars and exhibitions. This will be the first time these findings, which make interesting reading, have been made available.

This will be followed by presentations from 5 of the construction industry’s leading communication agencies on how to communicate with architects. The presentations will look at the new digital forms of communication as well as the more traditional methods (which are still just as important) and will include case studies demonstrating how it can be done. I’m looking forward to hearing what they have to say. I’m sure they will telling us that an integrated approach is required which interests and excites not only the architect but the publishers of the various media. To learn more, or book a place, visit the CIMCIG website.

Then on 15^th March I will be running my popular one day training programme ‘Effective Specification Selling’. This is designed principally for salesman, but is just as useful for those in a marketing role. It pulls together the topics I have discussed in this blog and other publications, and presents the influences on the selection of products, examines the decision making process from Client through to Supplier, explains many of the terms and practices used in the industry as well as introducing the various sales tools available and providing a structure to develop a strategy for success. I’m also happy to answer questions and discuss specific problems during the breaks.

	Chris Ashworth is founder of Competitive Advantage which specialises in market research and training for the construction industry. He is also a member of the organising committee for CIMCIG, the Chartered Institute of Marketing’s Construction Industry Group. First published 17th January 2011, on the SalesAchiever blog
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